Edinburgh (TAN): Scotland is letting Europe know that despite the uncertainty over Brexit, it will always be as open and welcoming to the rest of Europe as ever.
On the original date that the UK was scheduled to leave the European Union – March 29 – Scotland launched the latest chapter in its global marketing campaign with the message, “Europe, let’s continue our love affair”.
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The launch deliberately coincides with the UK government’s original ‘Brexit day’ and intends to convey the message that Scotland remains an open and welcoming nation.
“Specifically targeted at key European markets – France, Germany and Spain – where Brexit may be having a negative impact on investment and tourism to Scotland – the campaign builds on existing relationships and reinforces Scotland’s reputation as a world-class place for people to live, work, visit, study and do business,” a statement by the national tourism organisation VisitScotland said.
The campaign will run both online and offline in places such as Munich and Paris airports and in major international publications such as Le Monde, El Pais, and Der Spiegel.
“In the face of uncertainty over the UK’s plans to leave the EU this campaign sends a strong message that Scotland continues to be a welcoming and outward looking country that will always be open for business,” Scotland’s First Minister Nicola Sturgeon said. “We cannot sit back and allow Brexit to damage investment and tourism. It is right that we promote Scotland across Europe and there is no better time to remind our European neighbours of our values, our talents, and our friendship than right now.”
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Brand Scotland director Cat Leaver, said: “This latest phase of the Scotland is Now campaign recognises that as Brexit uncertainty continues, Scotland’s love affair with Europe absolutely endures. Competition is increasing and uncertainty prevailing, so it is more important than ever that we continue to attract students to our universities, visitors to our shores, talent to our labour market and investment in to our business environment.”
Europe provides six of Scotland’s 10 key tourism markets.
Launched in April 2018, the Scotland is Now campaign is run together by VisitScotland, Scottish Enterprise, Highlands and Islands Enterprise, Scottish Government and Universities Scotland.
